By
admin, January 18, 2009
So much can be said about writing good copy that sells, but what is often neglected is that copy needs to be written with flair and personality.
We are all unique human beings; we all have a lifetime of stories that make us who we are… Why then, should our copy be any different…
What makes good copy is that the personality of the writer often shines through. It doesn’t matter if you are modeling the copy off one of the great’s (we have all done that)… What is important is the writing copy is about reaching the reader on a one to one basis.
A good copywriter makes his copy reader friendly… The copy is not written in a traditional manner as you were taught by your English teacher… it is written as you would be having a conversation about a topic or product.
If I was to tell you how great the new restaurant in town was… I would not start the sentence with ‘Black Pepper’ Best Restaurant In Town…
I would be more likely to say… ‘We Had A Great Meal At Black Pepper The Other Night, That New Restaurant On Queen Street’
Give the reader what they are used to…
It’s really that simple…
A great idea would be to sit down with a group of clients and get them to talk about your restaurant. Then use the ideas to come up with your next Marketing Campaign.
My husband is a chef… I am constantly listening to he and his chef friends talk about food and the way the industry used to be. I realized that if the chef missed eating out at restaurants that actually cared about what they were putting on a plate… Then the general public probably felt the same way.
I launch the campaign with this headline;
Attention food lovers!
Are you tired of the same food options, looking for a place where you can enjoy honest good food!
Do You Dream Of How Food Used To Be, With Meals Prepared By Chefs, The Way They Used To Be…? From Scratch Not Out Of A Box!
This was a highly successful campaign it put the restaurant we were promoting on the map, its appeal came from the heart and reached people on a level that was important to them.
It worked because it answered a call. People were looking for a new place to eat that offered great healthy, not over complicated food.
The point is give the reader what they want.
Talk to the reader in a language that they understand and ensure that you talk with your personality.
Rachel Wadsworth
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Phone – +61 0409011175
Skype – RachelWadsworth
By
admin, January 18, 2009
What does Carrie Bradshaw have over all of us? Why did we follow her every move for some many seasons… And then the movie..
Was it her witty writing or her charisma? Or did she reach us on a different level?
Her story telling was something that both men and women were familiar with. The ability for men to gain an understanding of the female mind and for women she offered someone who we aspired to be. Confident, sexy and stylish, a life full of adventure and excitement, yet at the same time her story addressed social issues we could all find comparison to…
So what makes her gift at story telling so appealing to the audience? It was written in such a way that you almost felt that you were having a lone conversation with a girl friend… She became a part of your life if only for a brief moment.
Polar opposite of Carrie was our loved Bridget Jones the clumsy loveable character which we all have in us. Both reached the female audience on a personal level.
So as a great copy writer how can you aspire to achieve this kind of familiarity with your clients…..
Get Personal……
Go beyond what is necessary and reach them with the same kind of story telling that is a reflection of their life or the life that they aspire to have…. We can’t all have the life of Carrie but we can dream of the fairy tale ending.
So give your clients a little Carrie… Charisma, Sexy Copy, and a little familiarity.
Make your clients feel that they are unique and special… Just giving them a reason so smile can make all the difference.
Great writing isn’t always about the benefits of the product. A unique article that stands out in your mind is the one that makes you want to go and purchase that new sports car… Get that new hair style… or simply buy a new dress… just to make you feel special.
So what does your product offer the client that will make them feel sexy, sassy and a little beautiful? Why would Carrie want to buy your product???
Rachel Wadsworth
Phone – +61 0409011175
Skype – RachelWadsworth
By
admin, December 9, 2008
How can you make your copywriting so persuasive that your target market simply can’t resist?
Well a lot of this is down to the research you have done first, so how do you do this research? One way is to hang out in the same places as they do, for example there are forums and groups online for just about anything you can think of. Read what they are talking about and just as important how they are saying it. It’s no good using highfalutin language if the people you’re trying to sell to can’t understand it. Use the same language they do. Your copy has to be conversational, imagine you are talking to a close friend.
Tick the right boxes.
You have to know how your reader thinks and how to tick the right boxes to keep him or her reading your copy. Copywriting has to be very self driven, people are only interested in themselves. That might sound a bit controversial but it’s true. You have to be able to appeal to their self interest. All the time they are reading they will be thinking WIIFM (what’s in it for me). Nobody really cares about your problems, dreams or goals. Only their own.
Make them want it.
So how do you appeal to their self interest?
Think what it is they want, not the actual physical object you are selling but what they will get from it. Don’t forget it’s the benefits that sell, not the features. A feature is simply a component of your product or service, a benefit is what the user of your product or service will get from that feature.
Think about the pleasure they will get when they finally have it. Don’t think about selling an object think about selling an image…a dream. Imagine the scene then paint pictures with your words. People don’t buy something because they need it, they buy it because they want it…must have it. People buy with their emotions. You have to appeal to those emotions whether they are greed, fear, flattery or guilt.
All you have to do is decide which emotion you need to appeal to, for example a weight loss programme aimed at women might be flattery. Because every woman wants to look and feel good. By describing the compliments she will receive on her figure, and helping her to picture how she will look, you can trigger an emotional response for something she will receive rather than something she currently has.
Anne Pearson
Compelling Copywriter
http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979
Please feel free to use this article. All I ask in return is that you include the above signature and URL.
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